Fusion for profit
Subtitle: how marketing and finance can work together to create value
By: by Sharan Jagpal ; with the assistance of Shireen Jagpal.
Contributors: Jagpal, Shireen.
Publisher: Oxford University Press
Published: 2008
Place of publication: New York
Language: eng
Number of pages: 636
ISBN-13: 9780195371055
Subjects: Marketing -- Management; Marketing -- Costs
Description: Jagpal covers in a comprehensive way how financial models can help firms make important decisions. Chapter topics range from how to compensate a sales force, to pricing and bundling strategy, to the measurement of advertising productivity. Case studies from a variety of industries illustrate each of Jagpal's points.
Notes: Includes index.